Sexuality in Advertisements: A Reflection from the Female and the Main Stream Magazines of Nepal [Based on the Study of the Advertisements Published on 'Nari' and 'Nepal']

Abstract

This thesis explores the use of sexuality in contemporary women’s magazine and the mainstream magazine advertising and how women are depicted into. A year-long analysis of two different monthly magazines, female and mainstream magazine was done and over 1664 advertisements were analysed in a quantitative manner to determine the level of sexuality. This study uses a content analysis of advertisements in women’s and mainstream magazines to better understand how women are portrayed in these advertisements and determine if they contain more sexuality than images of men and women in advertisements in these magazines. Previous studies have addressed gender issues and gender stereotyping in magazines, as well as sexuality being used in advertising and few have looked at how male and female are portrayed in women’s and men’s magazines. This study provides a starting point for more research in the area of women’s and the main stream magazines and women’s advertisements. Future research should address the content and themes found in women’s and mainstream magazines and advertisements in other countries and parts of the world, as well as analyze the articles contained in these publications.